Hair Care in the Netherlands

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Executive Summary

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TRENDS

Hair care registered positive current value growth of 1% in 2016, slightly lower than growth in the previous year and slower than the 2% current value CAGR registered over the review period. The category is highly mature, derived from high penetration of main categories such as shampoo and styling agents, with manufacturers promoting improved formulas, looking to generate an increase in usage of smaller categories. Higher growth of 2-in-1 products and hair loss treatments reflect this change in focus. The Dutch consumer is highly aware of hair care issues and interested in using products that help prevent damage and irritation, with the rise in natural ingredients in formulas also helping to fuel demand.

COMPETITIVE LANDSCAPE

L’Oréal Nederland ranked first within hair care with a 25% value share in 2016. Its Elvive product within 2-in-1 products, conditioners and shampoo held value shares of 21%, 13% and 10% in those respective categories during the same year. The company continued to invest in formula innovation with extensions that bring a solution to common hair problems. In January 2017 Elvive introduced Phytoclear, an anti-dandruff formula that contains tea tree, geranium and lemongrass oils, and is enriched with Octolamine to revitalise hair fibre. In 2016, the brand released variants such as Elvive Extraordinary Oil, which features amia oil and is intended to treat curly hair. In addition to television spots and print advertising the company increasingly used social media platforms including Facebook, releasing information and draws allowing consumers to win prizes.

PROSPECTS

The Dutch hair care category is set to continue looking to generate growth in some categories despite the high level of maturity in some of the larger ones. Manufacturers acknowledge that innovation and promoting products to increase usage are key elements likely to be pursued in order to create growth in the next five years. The Dutch consumer is generally open to innovation in hair care and is expected to be lured to switch to value-added products in terms of formulas and packaging options, contributing to create positive growth in 2-in-1 products, hair loss treatments, conditioners and medicated shampoos, albeit declines in other categories are expected to bring the forecast period CAGR to -1% at constant 2016 prices due to the maturity prevailing in hair care overall.

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